Men in underwear aren’t just in underwear ads anymore
With the exception of some screaming chickens and a lame fiddling beaver, it seemed like every commercial during the second half of the Super Bowl focused on white men in their underwear. What demo does this attract, exactly?
I just don’t get who these companies are trying to reach. ESPN shares my curiosity.
The Dockers ad…okay, that makes a little sense. They want to sell pants.
CareerBuilder.com. I guess this one was a jab at the middle-aged men who are currently underemployed because of the recession? Then Coke has a boxer-clad man bumping into elephants in the Delta. Just who are you appealing to with all this winter-white flesh?
I’m not even going to get into the Dove for Men commercials or that the Dodge Charger being the last gasp of manhood in a world apparently run by women. (Slate does in a rundown of the best and worst Super Bowl commercials.)
One interesting opinion - although not exactly based on industry research – came from one of my Super party guests. To paraphrase her analysis, she suggested these ads came from agencies that are currently staffed by insecure 30-year-old men who aren’t sure who wears the pants in the family.
What is your take?